The Effect Of Price And Non-Price Factors On The Iranian Pistachio Market

The present research was conducted with the aim of identifying the effect of price and non-price factors on the Iranian pistachio market. This research was fundamental in terms of results and exploratory in terms of purpose. All merchants and expert professors and managers of organizations related to the pistachio market in the country formed the statistical population of the research. Considering the quality of the research, a total of ۱۶ people were selected as a statistical sample using the snowball sampling technique. Data analysis was done qualitatively using the Foundation's data analysis method based on Strauss and Corbin's theory and through open, axial and selective coding. The research results showed that among the categories and concepts extracted from the interviews, ۴ categories and ۲۹ concepts were included in the price and non-price factors of the pistachio market. The categories of the contextual section are managerial, political, economic, and human resources. In prioritizing the price and non-price factors of the pistachio market, the economic, managerial, human resources and political aspects are in the first to fourth priorities. As a result, managers can solve some of the problems of the country's pistachio market by clarifying currency policies, forming specialized working groups, and providing periodic and regular reports on price determination and reviewing and modifying price determination methods.